Innovate the hot pot style, how can the hot pot stand out in the Red Sea?

Text | Business

This is an era of information explosion. Almost all brands want to create an impressive super symbol that can be better recognized and memorized, and affect consumers' impression of the brand and achieve zero loss transmission.

This symbol can be a unique design, such as Zhong Xuegao's tile shape ice cream; it can be a new category, such as the washing machine chasing, and in addition to products and design, there are also culture, such as Disney and its happiness Culture has a promotional painting in Disney's headquarters building, which says a sentence: "What do we do? We are happy to produce." This sentence is Disney's corporate culture and values.

In fact, in the era of new consumption, the new generation of young groups led the mainstream of consumption. Their consumer concepts gradually transitioned from the basic material level to the resonance of more attention to the consumer experience and spiritual and cultural level. Culture and connotation have become a new direction and trend for brand creation symbols.

This is particularly obvious in the catering industry. Advancing Chongqing Hotpot Factory proposes the value proposition of "everyone is happy". It also integrates this value to integrate into the brand, products, and services. stand up.

Throughout the process, the Chongqing Hotpot Factory anchor the pursuit of young people who love to play and express. Through the "happy" value proposition, play with users to meet the taste buds of young consumers, and there is a special spiritual experience. As a result, Chongqing Hotpot Factory continues to occupy a valuable position in the user's mind, and its popularity has also become a super cultural symbol for counseling Chongqing Hotpot Factory.

How does the "Super Cultural Symbol" in the hotpot industry be born?

What is "super symbol"? This is explained in "Super Symbols is Super Creative": In the world of symbols, everyone defines themselves through consumption symbols, and also obey the command of the symbol.

Each brand is shaping its own symbols, occupying people's minds with some unique memory points, and affecting people's consumption tendencies.

In the external marketing display, Coca -Cola's always good street shooting promotion, injecting the trendy culture of the street into the culture of Coca -Cola itself, forming a strong cultural output and influence on all the global favorite Coca -Cola people. You can see that Coca -Cola brings the emotions of "sharing", "Happy" and "Gathering" into these products through the visualization of the brand's red, white and blue visualization.

To this day, Coca -Cola has already made itself a super cultural symbol, a cultural symbol with a temperature -oriented attribute, and forming the spread and spread of the sub -cultural community among young people. By the establishment of such a super symbol, Coca -Cola It has slowly separated from the category label of "carbonated drinks". When drinking, leisure, sports and other scenarios are required, the metropolis will think of Coca -Cola.

In the hot pot industry, in the fierce competition, various brands try to create unique marks and achieve breakout. Some are productism, some are serviceism, and the Chongqing hotpot factory is unique and embarked on a culturalist road.

Advisory Chongqing Hotpot Factory locks consumers directly in the young people. From the perspective of young people, while satisfying the taste buds, the brand is trendy and personalized.

Adhering to Chongqing Hotpot Factory adhering to the spirit of the ultimate items, and at least it is done, so the slogan of "the soul is the bottom of the pot, the head card is beef", the Chongqing hot pot factory only sells the bottom of the pot, operating with Chongqing 20 For many years, Dalong Hotpot owner cooperates with the recipe of the bottom of the material, stir -fry and refining, and only choose Australia and avocado, forming a spicy butter fruits and vegetable shabu -shabu.

"Who said that when the water is the first card, the hot pot is changed to eat more meat." In the era of hot pot, the waist -spelling slices, and goose intestines, the Chongqing hotpot factory regards the meat as its own dish, and the main push is chopped beef beef Essence Unlike the frozen beef commonly used in the market, the Chongqing Hotpot Factory is mainly cut with fresh cut rice. In order to ensure the quality of the beef, the slaughtering field is now delivered to it. Do not spend the night. It must be a boutique, just as the product promotional language expresses "dare not be delicious, the way is good", each dish is selected for the best ingredients of the best origin.

Of course, all this is for "delicious", and "delicious" is the basic requirement for catering. Guan Yihong, chairman of Jiu Mao Jiu Group, believes that the times are changing, and the preferences of consumer groups are also changing. In addition to the taste of catering, catering also needs to experience, spell, and pay attention to personality and culture. The unique brand culture above taste buds is One of the core competitiveness of catering companies.

Advisory Chongqing Hotpot Factory is a brand of hotpot aperture after Jiu Mao Jiu Group following the Tai Ercanus fish. In terms of brand culture, Chongqing Hotpot Factory is more individual and ultimate than Tai Er. For example, the store lists the three rules of "recognition 123": the tea position is not charged, the tissue does not charge, the seasoning does not charge; The IP image, regardless of the service settings, or the design and image of the store, are very close to the aesthetic preferences and consumption habits of young people.

"Long live it, long live it", "You are happy", this is a common slogan for Chongqing Hotpot Factory. In the evening, the restaurant will also enter the time of music and dance. In the background of slightly explosive music, the tide The explosive factory worker suddenly stopped work. Everyone came to the restaurant and started to dance. This is one of the scenes in Chongqing Hotpot Factory. You may feel "embarrassing" when you first counsel Chongqing Hotpot Factory, but when you think of the enthusiastic service of the factory workers and the cool dress, you will find that the atmosphere is just right. It was found that even a customer jumped with the factory worker, and everyone could "social cattle" here. Dance is the emotional connection point for customers and Chongqing Hotpot Factory. On August 13th, it was the 2nd anniversary of the establishment of Chongqing Hotpot Factory. The Chongqing Hotpot Factory specially organized a series of events to release a series of original songs. "Recognize" together and pass happiness together. Based on dancers, dance is the basic skills, music is a young attitude. It can be said that dance is a unique cultural label for Chongqing Hotpot Factory, and it is also an important way for the cultural communication of Chongqing Hotpot Factory.

The new consumption era advocates mental consumption, that is, "perception first, then consumption." For the main force of young consumer, consumer psychology pays more attention to emotional, spiritual, and emotional resonance. A brand impression should be characteristic like people's impression. Whether it is the secondary and fun of the Tai Eriole Fish, or the trend and happiness of the Chongqing hotpot factory, they all have their own personality expression. In addition to products and services, through unique culture, The brand image, conversation with consumers, and emotional connections.

Through the trend and happy culture, it also allows Chongqing Hotpot Factory to have a unique and recognizable super cultural symbol.

Innovate the "hot pot culture", and the hot pot is being accumulated

Culture seems to be nihile, but in fact, it can burst into hard core and strong power.

It surpasses pure products and services, directly hit the eternal human needs, allowing brands to continuously cross the cycle.

With the rapid forward of the times, no one dares to guarantee that his products and services will not be out of place.

The iPhone4 of more than ten years ago was a technology explosion standing in the tide of the times, but now it is an old antique. The popular items in the hot pot may be outdated in a few months. The ritual service in the hotel may be replaced by smart robots in the future.

If you simply use products and services as indicators for brand growth, it is easy to keep up with changes in market demand, which will encounter growth bottlenecks.

However, if you look at humanity from a different angle, you can actually make the brand continue to grow.

Because no matter how the products and services change, human nature is unchanged. As long as the human needs are anchored, no matter how the external environment changes, it can always dig in the market.

Most of the brands of the foundation of the foundation are because of an anchoring one of the needs of human nature, and this demand is often happy. Just like Disney is synonymous with happiness, Coca -Cola is regarded as a "fat house happy water". In different times, they found new opportunities to promote themselves.

Happiness is the eternal needs of human beings, which can provide a growth engine to the brand.

The culturalism of "happiness" of the Chongqing hotpot factory aims at human nature. Different from productism and serviceism in the industry, it is actually sustainable and can help the brand crossing cycle.

Right now, China's hot pot industry is already a trillion -scale market, with huge opportunities. However, the concentration is very low. The market share of the top 5 companies in the market is less than 5%, and the largest Haidilao accounts for 2.2%.

Under the "one plate of loose sand" industry situation, consumers' attention is actually scattered. Graciencing attention, occupying a valuable position in consumers' minds is the primary strategy of the brand.

In other words, the current hot pot market competition is a "positioning" dispute.

To capture users' minds and form a positioning that is different from other brands, it cannot rely on one product or one service, because they will eventually be eliminated by time.

In the end, the humanity must be anchored to form a full range of competition.

The culturalism of "making everyone happy" in Chongqing Hotpot Factory is an anchoring a happy needs in human nature and unique in the industry. This has met the psychological needs of consumers and occupy a valuable position in their hearts.

More importantly, the Chongqing Hotpot Factory also exported the value to products, services, and organizations, and launched a comprehensive offensive in the consumer's mind.

This is more competitive than simple productism or culturalism, and it is easier to form a solid positioning in consumers' minds to enhance brand stickiness and perception.

Nowadays, Chongqing Hotpot Factory, which is explosive, has also brought an innovation revelation to the industry: do not limited to traditional ideas, but to jump out of the cricket to form a higher -level dimension business idea, thereby forming an dimensional reduction blow.

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